...Maria Briana Purpose Product-place co-branding underpins a wide variety of activities in our lives but is oddly neglected in the context of place branding theory and practice. This paper aims to highlight the important role of product-place co-branding as a tool for stakeholders’ engagement...

...Jasper Eshuis; Laura Ripoll González Purpose This paper aims to provide conceptual clarity on the different approaches of place branding in the literature. It discusses three main approaches and provides a new definition of place brands that acknowledges the full multi-sensory experience of place...

...Pavel Yurievich Makarov; Alexandr Efimovich Illarionov Purpose The purpose of this paper is to study ways, which regional administrations affect place branding effectiveness. Design/methodology/approach The study was conducted based on qualitative analysis. In total, 10 place branding cases...

... destinations, more specifically, how the place brand can act as a valuable communication tool. Particular attention is given to the crucial role that national parks’ brands play in strengthening the value proposition of small businesses located within parks. This vision must be implemented from the perspective...

...Clarinda Rodrigues; Heather Skinner; Charles Dennis; T.C. Melewar Purpose The purpose of this paper is to propose a new framework on sensorial place brand identity. Design/methodology/approach This conceptual paper draws from sensory marketing and brand identity theories to propose...

...Francisco J. Sarabia-Sanchez; Maria. J. Cerda-Bertomeu Purpose A place brand is a public instrument for territorial development that needs a strategic design that is made by the public sector with the support of experts. To ensure that this design has the greatest chances, there should...

.... Design/methodology/approach The authors integrate insights from literature on place branding, brand architecture and customer-focused marketing. Findings The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due...